Author : Donald W. Jugenheimer
Publisher : Routledge
Page : 437 pages
File Size : 20,8 MB
Release : 2015-04-16
Category : Business & Economics
ISBN : 1317507363
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.
Author : Don W. Stacks
Publisher : Guilford Publications
Page : 417 pages
File Size : 12,63 MB
Release : 2016-11-23
Category : Business & Economics
ISBN : 146252270X
Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.
Author : Donald W. Jugenheimer
Publisher : M.E. Sharpe
Page : 378 pages
File Size : 27,35 MB
Release : 2014-02-04
Category : Business & Economics
ISBN : 0765636085
Designed to serve as a comprehensive, primary text for research methods courses in Advertising and/or Public Relations programs, this new edition features several new chapters as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Author : Esiyok, Elif
Publisher : IGI Global
Page : 572 pages
File Size : 23,76 MB
Release : 2020-08-07
Category : Business & Economics
ISBN : 1799832031
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
Author : Bayram Oğuz Aydın
Publisher : Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Page : 0 pages
File Size : 41,72 MB
Release : 2017
Category : Advertising
ISBN : 9783631718766
The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.
Author : Finn Frandsen
Publisher : Emerald Group Publishing
Page : 244 pages
File Size : 45,34 MB
Release : 2019-10-03
Category : Business & Economics
ISBN : 1838675094
Drawing on contributions from the 2018 congress of the European Public Relations Education and Research Association (EUPRERA), this volume explores and analyses challenges around communication, management and big ideas to present findings from current research in corporate communication.
Author : Ansgar Zerfaß
Publisher : Springer
Page : 432 pages
File Size : 17,71 MB
Release : 2008-05-08
Category : Language Arts & Disciplines
ISBN : 3531909185
This volume is a major contribution to the trans-national debate on public relations research and communication management. It presents dominant concepts and findings from the scientific community in Germany in English language. At the same time, the compilation contains a selection of the most influential and relevant approaches from European and international researchers. Editors and contributors are renowned academics from all over the world. This books honours Guenter Bentele, one of the international spearheads of public relations research, and gives academics, students and communication managers a focussed insight into the field.
Author : Jim Eggensperger
Publisher : Routledge
Page : 358 pages
File Size : 35,89 MB
Release : 2018-09-03
Category : Language Arts & Disciplines
ISBN : 135176778X
The public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to social-media listening to applying big data with sophisticated algorithms, today’s PR professionals are data-driven in virtually everything they do. Data-Driven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including "big data" and some of the applications from real-world PR campaigns and strategic planning. It includes contemporary cases involving brand name companies who are blazing new trails in the use of metrics in public relations. This book presents a practical, accessible approach that requires no prior training or experience, with easy to follow, step-by-step measurement examples from existing campaigns. Using Excel, the book enables readers to export lessons from the classroom to the office, where use of statistical packages is rare and can give PR practitioners the advantage over competitors. This pragmatic approach helps readers apply metrics to PR problems such as: Finding the best target audiences Understanding audience communication needs and preferences How best to present research outcomes How to manage major projects with specialized research firms. Accompanying electronic resources for the book include sample answers to the book’s discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel.
Author : Christine Daymon
Publisher : Routledge
Page : 306 pages
File Size : 39,34 MB
Release : 2005-06-29
Category : Business & Economics
ISBN : 1134596081
A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.
Author : Maureen C. Minielli
Publisher : Rowman & Littlefield
Page : 275 pages
File Size : 32,37 MB
Release : 2021-03-17
Category : Social Science
ISBN : 1793607370
Media and Public Relations Research in Post-Socialist Societies tracks the birth, development, and contemporary expansion of communication research, with a focus on public relations and media research in post-socialist societies. This collection illuminates the current state of media and communication studies in Eastern Europe, Central Europe, and Central Asia. Contributors discuss and demonstrate various issues of disciplinary roots and tensions, institutional constraints, study development, and contemporary status. This book also illustrates diverse types of traditional and contemporary communication studies from humanities and social science perspectives, ranging from linguistics to health communication. This collection focuses on both traditional and modern scholarship that has arisen due to international scholarly efforts, the advent of technology, and national research interests. Readers will have the opportunity to intellectually discuss the conceptual, theoretical, and practical issues that have occurred within the past twenty years regarding public relations, mass communication, and media studies in post-socialist societies. The analyses in this book lead readers to consider potential resolutions to some of the current dialectical tensions that are affecting post-socialist communication studies and contemplate how reflecting on these tensions informs the broader field of communication worldwide.
